We reported last week that low response rates for online ads don’t necessarily mean they aren’t working. Any number of clicks indicates that people are paying attention to your brand, so it’s important to maximize those clicks as much as possible.

Today’s chart, based on a MarketingSherpa survey, shows how seven design elements have an impact on the effectiveness of online advertising.

The results fall into three general categories:

EmotionalOur brains are hardwired to pick up volumes of information from the subtle nuances in facial expressions. That could be why adding a picture of a person is the single most effective way to communicate brand information.

It’s no accident that some charities seeking donations feature pictures of suffering children. Words on a page simply can’t convey emotional messages, such as suffering, joy, or frustration.

UtilitarianAdding drivers, such as more data-entry fields, tends to flatten the purchase funnel. Adding a video allows advertisers to pack more information into an ad. Such drivers ease the journey from product ignorance to product purchase, with the least amount of work possible.

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